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Description of Individual Course Units

Course Unit Code Course Unit Title Type Of Course D U L ECTS YBS 6002 ADVANCED SOCIAL ANALYTICS FOR BUSINESS ELECTIVE 3 0 0 7

Offered By

Management Information Systems

Level of Course Unit

Third Cycle Programmes (Doctorate Degree)

Course Coordinator

PROFESSOR DOCTOR VAHAP TECIM

Offered to

Management Information Systems

Course Objective

The changing communication and marketing strategies of institutions and organizations are increasing with the use of social media so that it is aimed to be broken down into a basic (material or intellectual) piece, then describing the parts and the relations between them.

Learning Outcomes of the Course Unit

1   To be able to interpret the effects of social media on businesses 2   To be able to explain the usage areas of new media in corporate communication 3   To be able to prepare a successful social media communication plan that can be used in different sectors. 4   Learn how to report communication activities in social networks.

Mode of Delivery

Face -to- Face

Prerequisites and Co-requisites

None

Recomended Optional Programme Components

None

Course Contents

Week Subject Description 1 Introduction to Social Media Analysis - Web 2.0 - Web 3.0 2 Brand Positioning and Development in Social Media (Digital Identity Formation - Viral Marketing - Propagation Types - Case Study) 3 Domain Hosting Email Marketing (Junk ve Unsubscribe Details Bounce Management ROI / Sales, Opt-in, Double Opt-in) 4 Mobile Payment Systems and Statistics 5 Growth Hacking (UI / UX prominence, measurement tools and usage methods, Growth Hacking examples and success stories) 6 Social Media Visual Communication and Web Interfaces 7 Google, Youtube and Search & Display Advertising Models (SEM-Adwords SEO relationship, Google insight tools - AdWords campaign setup and optimization) 8 SEO Techniques 9 Online Reputation Management (Complaint - crisis management, employee integration) 10 Online Tracking and Online Research (BoomSonar and BoomSocial Workshop, social media follow-up and reporting - online research and competitor analysis) 11 Organic Traffic [On-Page SEO - Off-Page SEO] (Googlebot - Imaj Optimization - HTML5 / CSS3 & Validation - Black Hat SEO) 12 The Business Case of Social Media Usage and Report Techniques 13 Formal Social Media Project Creation and Implementation (Budget - target group - strategic decisions - implementation) 14 Project presentations

Recomended or Required Reading

Social Media Marketing: A Strategic Approach ISBN: 978-1-305-50275-8 Social Media Marketing: An Hour a Day - ISBN-13: 978-1118194492

Planned Learning Activities and Teaching Methods

Assessment Methods

SORTING NUMBER SHORT CODE LONG CODE FORMULA 1 MTE MIDTERM EXAM 2 PRJ PROJECT 3 PRS PRESENTATION 4 FIN FINAL EXAM 5 FCG FINAL COURSE GRADE MTE* 0.20 + PRJ* 0.20 + PRS* 0.20 + FIN* 0.40 6 RST RESIT 7 FCGR FINAL COURSE GRADE (RESIT) MTE * 0.20 + PRJ * 0.20 + PRS * 0.20 + RST* 0.40

Further Notes About Assessment Methods

None

Assessment Criteria

To be announced.

Language of Instruction

Turkish

Course Policies and Rules

To be announced.

Contact Details for the Lecturer(s)

To be announced.

Office Hours

To be announced.

Work Placement(s)

None

Workload Calculation

Activities Number Time (hours) Total Work Load (hours) Lectures 13 3 39 Preparations before/after weekly lectures 13 2 26 Preparation for midterm exam 1 15 15 Preparation for final exam 1 25 25 Preparing presentations 1 40 40 Preparing report 1 40 40 Final 1 1 1 Midterm 1 1 1 TOTAL WORKLOAD (hours) 187

Contribution of Learning Outcomes to Programme Outcomes

PO/LO PO.1 PO.2 PO.3 PO.4 PO.5 PO.6 PO.7 PO.8 PO.9 LO.1 5 5 5 5 5 LO.2 5 5 5 5 5 LO.3 5 5 5 5 5 LO.4 5 5 5 5 5